CASE STUDY #2: NETFLIX, INC. THE 2011 REBRANDING/PRICE INCREASEDEBACLE
THE 2011 REBRANDING/PRICE INCREASE DEBACLE
Strategic Challenges Ahead for Netflix
Netflix's top management needed to address many issues to maintain the company's leading position in the home video market. A strategic plan was needed to:
1. Repair the PR damage from the rebranding and price increases of 2011.
2. Focus on growing its subscriber base both at home and abroad.
3. Maintain a healthy cash position to meet the growing content cost obligations.
4. Invest in innovative user interface and streaming technologies to create a solid platform for the shift from DVD delivery to streaming.